Madison Media has started the new financial year on a good note by winning the Blue Star media planning and buying AoR in the wake of a multi-agency pitch. Even as no details were forthcoming from the client or the agency on the size of the business, sources close to the situation peg the account at between Rs 15 crore and Rs 20 crore.

It may be recalled that Blue Star had been a Madison client in the 90s. The account will be serviced by Madison Media General Manager, Vanita Keswani, who, in turn, will report to Madison Media Group CEO, Punitha Arumugam.

Confirming the development, B Thiagarajan, Vice-President, Air-conditioning & Refrigeration Service Division, Blue Star, said, “Given the increasing importance of media planning and buying in the overall marketing game, we decided to give independent charge of our media to a separate specialist media agency. We were impressed by Madison’s track record, and their huge infrastructure and tools and processes. We are confident that we have made the right decision.”

Sam Balsara, Chairman & Managing Director, Madison Communications, added, “We are delighted to bring back Blue Star, a fine, blue-chip, blue pedigree company, into our roster of clients. We have happy memories of dealing with Blue Star as a full-service agency in the 90s and are confident that our specialist skills can go a long way in further building the Blue Star brand and creating a preference for their cooling solutions. The amount of business generated in the B2B segment has escaped the attention of the advertising sector and we hope our focus on it will develop a new stream of clients and revenues for the entire advertising sector.”